Sportingclass have worked for many years with Greene King supporting their sponsorship of the RFU Rugby Championship as well as their customer retention programmes and hospitality requirements. Our continued consultancy allows Greene King to draw upon our experience and contacts within the sporting arena to further Greene King’s brand presence.

Brand Sponsorship

Sportingclass have looked after Green King’s brand activity and enhancement within rugby for 10 years. Having established itself within the world of rugby, Greene King were looking to penetrate other sport markets and targeted cricket as their next market to enter.

As trusted partners of the ECB (England Cricket Board) & the PCA (Professional Cricketers’ Association) Benevolent Fund, Sportingclass were in an excellent position to start this conversation and successfully brokered the sponsorship deal with the ECB to crown Greene King the Official Beer of English Cricket in January 2016. We also brokered the sponsorship deal for Greene King to become the Official Beer of the Oval.

The sponsorship between the ECB and Greene King IPA has enabled Greene King to promote their brand both nationally and internationally via the huge television coverage granted to English cricket.

Association with the national team has a beneficial impact on grass roots cricket and the plan is to filter the brand association down to county and local cricket grounds which ultimately enhances trade sales as Greene King IPA becomes a preferred beer on all occasions.

Customer Retention & Positive Brand Collaboration

Greene King needed a positive, long-standing event to reward and interact with loyal customers across the UK as well as establishing unity between themselves and a newly acquired brand – Belhaven Best.

Sportinglass established a unique series of golf events around the UK – The Old Speckled Hen & Belhaven Best Golf Tournament. Sixteen regional golf events were run at optimum locations for clients. Winners of each golf event were invited to take part in a semi-final and if successful, onto the final – in previous years held at The Ritz-Carlton, Penha Longa, Portugal.

These golf events allowed regional and national managers to spend undisturbed time with clients, create a relaxed platform for customer and staff interaction and forge a relationship between the two brands.

Sponsorship Activation

We have been looking after the activation of Greene King’s IPA Championship title sponsorship for two years. The primary activation has been half-time kicking competitions at various Championship matches with the victor winning their height in Greene King IPA. This competition also culminates in a Greene King 7’s Final at Twickenham Stadium – managed and run by Sportingclass.

For further information please contact Andy Lee